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Sometimes SEO and other marketing integration can be overlooked when you’re doing migrations or other developmental projects, especially on the ecommerce side.
Holistically, you can’t do one without the other. So the search engine and conversion pieces are equally as important as the technology pieces.
Ethan Giffin, the founder and CEO of Baltimore-based Groove Commerce, joined me on the SEJ Show to discuss overall SEO for ecommerce & DTCs, Google Merchant Center / Shopping, the importance of CRO & Upsells for SEO (and other channels), and ways to prepare for the 2022 Holiday Shopping season.
Shopify Plus can be a good fit if you have a simple business. However, you need more customization if you have a more complex interaction with more business rules and logic. Big-commerce people generally float over to the big commerce side of things. –Ethan Giffin, 12:38
Programmatically create the best framework. The best framework is thinking about how the template is laid out. What is the hierarchy of the template, what are the components, and how do the sites link together from an internal linking standpoint? So I’m just a believer that many things we did back in the day still work. –Ethan Giffin, 16:11
Suppose you’re new to a company and you hear a migration. In that case, hopefully, there are archives within the company that people used before you. There are lists of the redirects that were integrated and implemented into the site. Just cleaning that history up can be incredibly impactful. But again, it gets into human behavior and the ability to make things more efficient. –Loren Baker, 20:37
[00:00] – About Ethan.
[12:14] – Most commonly overlooked issues during migration.
[24:44] – An essential factor to consider in building an ecommerce site.
[31:48] – What to do when a product is no longer sold.
[35:18] – FAQ schema recommendation.
[37:23] – What is rendering on the ecommerce side?
[41:29] – Recommendation on optimizing from an ad script perspective.
[43:01] – Optimizing schema integrations on the catalog side.
[48:55] – Ecommerce companies Ethan has worked with.
Resources mentioned:
Groove Commerce: https://www.groovecommerce.com/
Every app that you install into your store has overhead. Every kind of front office sales-related app, reviews, upsells, cross-sell, site search, out-of-stock notifications – everything has a component to it that loads into the browser, and that creates a heavier page. –Ethan Giffin, 25:15
People don’t think about margin enough. So how do you promote those products and get people to buy things with the best margin versus the most popular ones? So really, it’s thinking about how to optimize the catalog. –Ethan Giffin, 47:32
If you have a business and you’re moving to another building, you don’t just bring the storefront with you. You got to bring everything you got to bring the offices, the desks, everything. So if you’re migrating a site, you don’t just redirect the front page and the top like collections or categories. You must take care of everything –the blog, subdomains, subfolder structures, etc. –Loren Baker, 22:56
For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
Connect with Ethan Giffin:
Ethan Giffin, GrooveCommerce’s CEO, has been a leading ecommerce and web analytics expert for most of his career. Conversion rates, search engine visibility, and web analytics are all things he knows inside and out. However, he is passionate about helping businesses succeed online without having to become experts.
There are only a few people like Ethan. His love for SEO, conversion rates, and ecommerce go hand in hand with his passion for traveling and DJing in between – not to mention those pocket squares!
Connect with Ethan on LinkedIn: https://www.linkedin.com/in/ethangiffin/
Follow him on Twitter: https://twitter.com/opie
Connect with Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing …
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Copyright © 2024 Search Engine Journal. All rights reserved. Published by Alpha Brand Media.

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Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
In this guide, industry experts explore the challenges and opportunities presented by the onslaught of AI tools, and provide actionable tips for thriving amid these shifts.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
Join three of Reddit’s top executives in this exclusive AMA (Ask Me Anything) to discover how you can tap into Reddit’s unique platform to drive brand growth.
Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Google discusses the use of AI images on webpages
In a recent Search off the Record podcast, Google’s Lizzi Sassman and John Mueller discussed the use of AI generated images on websites.
Some of their opinions might seem surprising given how AI generated text content is treated by Google.
John Mueller highlighted inherent limitations in the AI image generator technology.
Automatically generated text content is prohibited for Google search within the limited context of the use of it for manipulating the search results.
Google’s guidelines on autogenerated content states:
“In cases where it’s intended to manipulate search rankings and not help users, Google may take actions on such content.”
Google’s John Mueller is also on record stating that AI generated text content is considered spam:
“For us these would, essentially, still fall into the category of automatically generated content which is something we’ve had in the Webmaster Guidelines since almost the beginning.
My suspicion is maybe the quality of content is a little bit better than the really old school tools, but for us it’s still automatically generated content, and that means for us it’s still against the Webmaster Guidelines. So we would consider that to be spam.
…But for us, if we see that something is automatically generated, then the webspam team can definitely take action on that.”
And perhaps in a sign of the fast pace of technological evolution, there are gray areas within Google’s prohibitions on auto-gen content.
For example, using automatic text translation to generate content is against the guidelines except in cases where a human reviews and curates the content.
In the above cited guideline on autogenerated content, autotranslated content is prohibited with the following statement:
“Text translated by an automated tool without human review or curation before publishing.”
Google also allows automatic generation of meta descriptions, presumably because meta descriptions are not used for ranking purposes.
“For larger database-driven sites, like product aggregators, hand-written descriptions can be impossible. …programmatic generation of the descriptions can be appropriate and are encouraged.”
So, Google doesn’t ban AI content across the board, just in certain situations.
Given that AI generated content might qualify for ranking in Google Images, one would think that AI generated images are also prohibited.
But apparently, that’s not the case.
Lizzi Sassman and John Mueller discussed hypothetically using AI generated content on Google and they were pretty much okay with it.
This is what they said:
“Lizzi Sassman: Hey! So just to kick us off, I know that you’ve been doing a lot with DALL-E in the Craiyon site, and all these kinds of places to get fun images.
And I was wondering what would you say to using DALL-E to generate images for our site, Google Search Central, if we just started piping that in to refresh our images across the whole site– what would you say to that?
John Mueller: That would be an exciting move.”
The only part where Mueller expresses reservations about using AI for images is when depicting something that should properly be an actual thing, like a screenshot.
Mueller continued:
“I think the tricky part would be if you’re showing screenshots of specific things, and you’re piping that into some machine-art-generated thing, then maybe you don’t necessarily get actual screenshots.
Lizzi Sassman: It could go into an interesting direction. Okay, so it sounds like you’re bought in. Would you do this?
John Mueller: I would try it out. I mean…
Lizzi Sassman: You don’t want to tell me no?
John Mueller: I’m not going to say “no.”
I have no idea what it’d look like. Maybe it’ll look really cool. Or maybe for Halloween, we could do that.”
The only reservation John Mueller had about AI images is that the technology is based off image datasets and so the ability to generate an image is limited to what’s in that library of images it was trained on.
Lizzi and John continued their discussion:
“I think one of the tricky parts with all of these tools is it builds off a known library of images.
And if there are not enough images reflected there, then whatever you ask is kind of very vague.
So I tried a lot of SEO terms once, and most of the time when it would recognize that this is something like marketing SEO-oriented, it would show me a graph of, like, some bar charts with a line graph
drawing up, and it’s like, “This is SEO.”
It’s like, “Well, it’s kind of like… it’s…”
Lizzi Sassman: That’s like your opinion, man.
John Mueller: Yeah. Exactly.”
Apparently the use of AI images within a website is okay.
Although autogenerated text content is prohibited/limited for ranking in Google Search, surprisingly there was no similar prohibition or caveat discussed about AI generated images and ranking in Google Images.
The part about using AI Images begins at about the 34 second mark.

Featured Image by Shutterstock/san4ezz
I have 25 years hands-on experience in SEO, evolving along with the search engines by keeping up with the latest …
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Join Our Newsletter.
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Starring Gong Yoo and Seo Hyun-jin
Netflix has released a trailer for its new mystery K-drama The Trunk, starring Gong Yoo (Guardian: The Lonely and Great God, Squid Game) and Seo Hyun-jin (The Beauty Inside, Why Her).
Based on the 2015 novel Trunk by Kim Ryeo-ryeong, The Trunk follows Jung-won (Gong Yoo), who enters a mysterious fixed one-year contract marriage with In-ji (Seo Hyun-jin), which is guided by a manual. They set up the marriage through NM Company, a contract marriage company where In-ji works as a contract spouse.
While Jung-won continues to miss his ex-wife Seo-yeon dearly, the couple eventually begin to get used to one another. One day, secrets about the marriage company begin to unravel after a mysterious trunk is recovered from a lake.

The new trailer opens as Jung-won and In-ji meet for the first time, while he asks her how the contract marriage works. The trailer also reveals that it was Seo-yeon who arranged for Jung-won’s second marriage, hinting at the couple’s strange relationship.
“The idea of marriage just disgusts me,” In-ji says when Jung-won asks if she enjoys her line of work. The Trunk premieres on the streaming platform on November 29.
In related news, Netflix has also released an action-packed new trailer for season two of its dystopian drama Squid Game. The upcoming season, premiering in December, will see the return of Lee Jung-jae, Gong Yoo and more to the hit series.
Elsewhere, Academy Award-winner Youn Yuh-jung has been unveiled as a new cast member in the upcoming season of Beef, alongside the likes of Oscar Isaac, Carey Mulligan and Charles Menton.
The world’s defining voice in music and pop culture: breaking what’s new and what’s next since 1952.
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OpenAI created a method for websites to block or allow content in ChatGPT’s new search engine. Here’s how publishers can be included in their search results while stopping them from using their content to train their AI models.
On October 31, 2024, OpenAI announced that its AI search engine prototype, SearchGPT, was being rebranded and integrated into its flagship product, ChatGPT. Via ChatGPT, the new search engine provides results similar to those of Google and Bing.
If ChatGPT’s new search engine becomes popular, publishers will want to appear in their search results, especially if there’s a chance it will drive referral traffic. However, many publishers have blocked all OpenAI user-agents from crawling their sites to keep them from training their large language models (LLMs) with their content. Fortunately, like Google and Apple, OpenAI has provided a method for publishers to be included in ChatGPT’s search results while also blocking them from training their AI models with their content.
One of OpenAI’s user-agents is called OAI-SearchBot. They use OAI-SearchBot to find and link to sites in ChatGPT search results and explicitly state that it is not used to crawl content to train OpenAI’s generative AI foundation models. So, as long as sites exclude OAI-SearchBot in their robots exclusion file, their site content will be eligible to appear in ChatGPT search results. They must also ensure they aren’t blocking the IPs used by OAI-Searchbot.
Publishers interested in appearing in ChatGPT, Google, and Bing search results but still wanting to block them and other AI companies from using their content for LLM model training can use the following robots exclusion list in their robots.txt file.
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Jon Henshaw is the founder of Coywolf and an industry veteran with almost three decades of SEO, digital marketing, and web technologies experience. Follow @jon@henshaw.social

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In today’s digital world, ranking high on search engines is crucial for business growth, especially for brands aiming to expand their online presence. Businesses of all sizes are prioritising search engine optimisation (SEO) as it drives organic traffic, boosts credibility, and enhances user engagement. For companies in regions like Pakistan, tapping into the right SEO techniques can be transformative. With increased demand, the Best SEO Agency in Pakistan can guide companies toward a competitive edge.
Let’s dive into the latest trends and tools that can elevate your SEO strategy in 2024.
In a digital age where competition is fierce, mastering SEO tactics can make the difference between being found or getting lost online. By focusing on user experience, understanding search intent, and embracing tools like AI, brands can navigate SEO in 2024 with confidence. Remember, SEO is an ongoing process; staying updated on trends is essential to maintain a competitive edge. For those seeking expert support, The Market Magnetize is the top digital marketing services agency that can help brands harness SEO to its fullest potential, driving traffic, boosting engagement, and ensuring long-term success.

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Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
In this guide, industry experts explore the challenges and opportunities presented by the onslaught of AI tools, and provide actionable tips for thriving amid these shifts.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
Join three of Reddit’s top executives in this exclusive AMA (Ask Me Anything) to discover how you can tap into Reddit’s unique platform to drive brand growth.
Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Google’s Lizzi Sassman and John Mueller discuss the relative importance of image filenames and one big mistake to avoid
Google’s Lizzi Sassman and John Mueller discussed the importance of image filenames in a recent Search Off the Record podcast and at one point discussed a major mistake when it comes to filenames.
Google’s documentation doesn’t say if image filenames are ranking factors.
But they do say that Google takes note of them in order to help figure out what the image is about.
For that reason it’s recommended by Google that images be given meaningful filenames.
Google’s image guidelines documentation states:
“Likewise, the filename can give Google clues about the subject matter of the image.
For example, my-new-black-kitten.jpg is better than IMG00023.JPG.
If you localize your images, make sure you translate the filenames, too.”
It’s also a good practice to give meaningful filenames to images because it makes it easier for organization purposes to be able to see the image filename and know what it’s about.
Google’s Lizzi Sassman and John Mueller begin their discussion by affirming the importance of filenames then discuss how important they are in general.
“Lizzi Sassman:
So another part where you could focus your attention, I guess, would be the filename.
So words for the name of the image itself.
How important is that?
Because that’s not an area where I have not invested much effort, but I don’t know, like should we?
What if I went and just changed all of the images on our site to have a different filename?
To be more descriptive or, I don’t know… put like more words there too, like in addition to alt text?
John Mueller:
We do recommend doing something with the filenames in our image guidelines.
So having descriptive filenames is good.
But I don’t think you would see a significant change if you already do the other things around images, like the alt texts, the text surrounding the image.
Those are really, really strong signals.
And the filename itself is often… it’s kind of from a technical point of view.
This is what we called it, but it doesn’t provide any real unique information, usually.
Of course, if you don’t do the alt text, or if you don’t have good surrounding text, then, of course, the filename might be the only place where you mention what this image is about.
But if you do the rest, then usually the filenames are okay.”
John Mueller next brings up an important technical issue regarding how Google crawls images and why this should be considered when optimizing images on an already established website.
John Mueller continued:
“And the other thing with filenames, especially for images, is when we crawl images, we tend not to crawl them as often, because usually, they don’t change a lot.
Lizzi Sassman:
Oh.
John Mueller:
So that means if you change all of the filenames across the website, then it’s going to take a lot of time for Google’s systems to see, “Oh, well, this is a new image, and we have to kind of look at it at some point.”
And to understand kind of that connection between the old image and the new one, that’s something that’s just going to take a very long time.
So if you changed all of them at once, my guess is… I don’t know, over a period of a couple of months at least, it’ll be kind of annoying in Image Search in that we kind of drop the old ones first because they’re no longer mentioned on the page and pick up the new ones in a really slow way.
So that’s something where I would try to only do that if it’s really, really critical.
Like when we did the transition from Blogger to the new set up for the blog posts.
Of course, the images had to be moved as well.
And at that point, it was like, “Sure.” It was like, “Change the filename, move the image to a different URL.” “
The big takeaway here is to be mindful that Google doesn’t crawl images very often and to be prepared to have renamed images not indexed for months.
Another important takeaway is that changing the filename of already crawled and indexed images has the least amount of benefit to the point that it wouldn’t be visible.
John Mueller continued:
“But otherwise, once they’re moved on the site, and you’re just like tweaking things, and it was like, “Oh, I have a new system for image filenames.”
I don’t think that would make it better.
That probably would have minimal effect, maybe no visible effect at all.
Lizzi Sassman:
For the amount of effort, yeah.
John Mueller:
And everything drops out for a couple of months. It’s no fun.
Lizzi Sassman:
And room for human error too. To like miss a broken link.
If you need to go swap out, where are these images embedded and stuff.
You could cause more problems with just a mistake of forgetting to update various places where those images were used.”
I can imagine things going wrong.”
This segment of Google’s podcast had at least four insights on the topic of image filenames.
This segment can be heard at the 20:55 minute mark

Featured image by Shutterstock/Mix and Match Studio
I have 25 years hands-on experience in SEO, evolving along with the search engines by keeping up with the latest …
Conquer your day with daily search marketing news.
Join Our Newsletter.
Get your daily dose of search know-how.
In a world ruled by algorithms, SEJ brings timely, relevant information for SEOs, marketers, and entrepreneurs to optimize and grow their businesses — and careers.
Copyright © 2024 Search Engine Journal. All rights reserved. Published by Alpha Brand Media.

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